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Synopsis The art of persuasive communication, which is popularly known as Public Relations, has been practiced in different forms since times immemorial. The rock edicts of Emperor Ashoka are the oldest surviving examples found in India. Modern Public Relations has evolved from practices in the late nineteenth and early twentieth centuries that were refined during the two World Wars. The convergence of communication technologies in this digital era, the Internet and new media paradigm has influenced all professionals, particularly those that depend on communication. Public Relations (PR) is one of them. It has changed dramatically from its early days and the process in continuing. There is a need to look at the current state of the art. Public Relations in the Digital Era is an effort in that direction and would prove essential reading for managers, PR Professionals and students of management and public relations.